Focusing on \u201cinner beauty\u201d <\/h4>\n\n- \u2500 Please tell us why you decided to develop CITIZEN L with an ethical philosophy. <\/li>\n
- CITIZEN L was first launched overseas in 2012. Its initial concept was \u201cBeauty is Beauty\u201d but when we returned to the basics and asked ourselves, \u201cWhat is true beauty?\u201d \u201cWhat does a truly beautiful person look like?\u201d we reached the idea of \u201cinner beauty.\u201d This was in around 2014.\n
The development of the product began with the idea of making a watch with \u201cinner beauty.\u201d It was a time before the SDGs were promoted and we lacked sufficient knowledge of \u201csustainability\u201d and \u201cethicalness.\u201d Therefore, everything was a new challenge for us. <\/li>\n
- \u2500 How did you convince the company in a time when market recognition of sustainability and ethicalness was still low?<\/li>\n
- For a long time, Citizen has sold watches with Eco-Drive, a photovoltaic technology, that do not require battery replacement. Therefore, the idea of reducing environmental burden pervaded he company. However, it was also a time when watches were sold for their functions; and therefore, everyone in our company thought that it would never sell.\n
Then, the designer of the watch was granted an opportunity to meet a board director in person. The board member displayed an understanding for the idea, saying,
\n\u201cThis is exactly what Citizen should be doing today.\u201d
\nHence, an unprecedented cross-section project was launched. <\/p>\n
Since a watch is made from many different components, we were faced with unprecedented challenges, including securing safe materials for all components and declaring that we did not use controversial minerals. WWe had conversation after conversation and gave briefings to other sections, thus overcoming each challenge one at a time.<\/p>\n
A team of mostly female employees joined forces in a persistent effort to convince management.<\/li>\n<\/ul>\n<\/div>\n
\n![\"\u30b5\u30b9\u30c6\u30ca\u30d6\u30eb\u30d1\u30c3\u30b1\u30fc\u30b8\"](\"\/wp-content\/uploads\/Csr_37_01.jpg\")
<\/p>\nSustainable packaging<\/p>\n<\/div>\n
![\"\u30a8\u30b7\u30ab\u30eb\u3092\u30b3\u30f3\u30bb\u30d7\u30c8\u3068\u3057\u305f\u8155\u6642\u8a08\u300cCITIZEN](\"\/wp-content\/uploads\/Csr_37_02.jpg\")
<\/p>\nCITIZEN L, a watch with an ethical concept<\/p>\n<\/div>\n<\/div>\n
\nBrave is Beautiful \u2013 after making a courageous choice <\/h4>\n\n- \u2500 That said, did you not face any difficulties in explaining to your customers the \u201cethical\u201d concept which had yet to gain wide public recognition? <\/li>\n
- As a guideline, we flagged the concept \u201cBrave is Beautiful.\u201d\n
Learning what \u201cethicalness\u201d stands for is equivalent to learning about the social issues lying behind the manufacturing of a product. This requires much courage. We believed that such mindsets fostered beauty. For Citizen, the CITIZEN L project was a decision requiring courage. <\/p>\n
To be honest, there was a time at the beginning when we received little response from the market. However, we did not give up, thinking that \u201cthe time will definitely come.\u201d I felt this become reality in 2019. With a wider understanding of the SDGs and the involvement of various fashion brands in promoting sustainability, I felt a change in the mindset of consumers. <\/p>\n
Particularly from around then, we have been asked by our customers to exhibit evidence of our commitment to disclosing the raw materials used in our products and our CO2 emissions, as well as to being DRC conflict-free. <\/p>\n
*Reference site: Why is CITIZEN L a sustainable watch?
\n(https:\/\/www.citizenwatch-global.com\/citizen_l\/special\/sustainability\/6reasons\/\uff09<\/a>\n<\/li>\n- \u2500 In April 2019, you hosted an event commemorating the launch of your social responsibility campaign \u201cNew TiMe, New Me\u201d in Ginza. <\/li>\n
- It is Citizen\u2019s first social responsibility campaign, launched with the thought:
\n\u201cIt may just be one small thing, but your choices can make the world a happier place.\u201d <\/p>\nWe call out that \u201ceven a small choice at the beginning may change the world just a little,\u201d seeking to let people know that our daily actions, including the small choices made in consumption and in our daily lives, lead to achieving the SDGs. We hope to be a driver of small changes in the world. <\/p>\n
In addition to communicating Citizen\u2019s efforts, we sought to offer momentum for consumers to acknowledge social good. To this end, we invited celebrities as guest speakers in talk sessions on social good and had people write down \u201cMy SDG \u2013 what I can start today\u201d to paste on the \u201cSDG tree\u201d at the venue. We campaigned to raise awareness that will lead to action. <\/p>\n
I was surprised to learn that our customers were highly conscious of these issues. We were encouraged to launch a similar campaign not only for women\u2019s products but for those of men. We also received an unexpected number of advice from our colleagues.\n<\/li>\n
- \u2500 In 2019, celebratingg the 101th anniversary of founding, Citizen declared that it would pursue sustainable business management. What are your future plans? <\/li>\n
- We have launched a Sustainability Team with members representing each section to discuss concrete measure that Citizen should take in the future.\n
Citizen\u2019s corporate philosophy is: \u201cloved by citizens, working for citizens.\u201d How we can work for citizens will change with the times. By always being responsive to new demands, we hope that those who do not purchase our products today may someday come to think that \u201ca Citizen is the watch to buy.\u201d <\/li>\n<\/ul>\n<\/div>\n
\n![\"\u30b7\u30c1\u30ba\u30f3\u521d\u306e\u30bd\u30fc\u30b7\u30e3\u30eb\u30ad\u30e3\u30f3\u30da\u30fc\u30f3\u300cNew](\"\/wp-content\/uploads\/Csr_37_03.jpg\")
<\/p>\nIn the company\u2019s social responsibility campaign \u201cNew TiMe, New Me,\u201d Citizen introduced its efforts towards achieving the SDGs and hosted a workshop for discovering personalized ways to engage in actions aimed at achieving the SDGs. <\/p>\n<\/div>\n
![\"SDGs\u30c4\u30ea\u30fc\u306b\u306f\u6765\u5834\u8005\u306b\u300c\u4eca\u65e5\u304b\u3089\u3067\u304d\u308b\u3042\u306a\u305f\u306eSDGs\u300d\u3092\u66f8\u3044\u3066\u3082\u3089\u3063\u305f\"](\"\/wp-content\/uploads\/Csr_37_04.jpg\")
<\/p>\nPeople joining the event posted \u201cMy SDG \u2013 what I can start today\u201d on the \u201cSDGs tree.\u201d <\/p>\n<\/div>\n<\/div>\n
\nDelivering the wind of the future from Ginza <\/h4>\n\n- \u2500 Before we end, please share your thoughts about Ginza. <\/li>\n
- Ginza is a district where many people have cultural, creative and international minds. These are the kind of people who are highly concerned about sustainability. I sense a lot of potential in Ginza.\n
Through our flagship store in Ginza, I hope that we can not only sell our products but also communicate Citizen\u2019s determination and ideas about sustainability, and walk hand in hand with our customers towards realizing a sustainable world.\n<\/li>\n<\/ul>\n<\/div>\n
\n![\"\u9280\u5ea7\u306b\u3042\u308b\u65d7\u8266\u5e97\u300cCITIZEN](\"\/wp-content\/uploads\/Csr_37_05.jpg\")
<\/p>\n CITIZEN FLAGSHIP STORE TOKYO<\/p>\n<\/div>\n
![\"CITIZEN](\"\/wp-content\/uploads\/Csr_37_06.jpg\")
<\/p>\nCITIZEN FLAGSHIP STORE TOKYO \u5e97\u5185<\/p>\n<\/div>\n<\/div>\n
\n\n- Further details can be found at: <\/li>\n
- CITIZEN L website https:\/\/citizen.jp\/l\/special\/<\/a><\/li>\n<\/ul>\n
![\"\u9234\u6728](\"\/wp-content\/uploads\/Csr_37_profile.jpg\")
<\/p>\n\nYuka Suzuki <\/p>\n
Joined Citizen Watch Co., Ltd. in 2005
\nWith experience in domestic sales and marketing, and product planning, currently works in advertisement. A member of the CITIZEN L project team since 2014.\n<\/div>\n<\/div>\n
![\"\u4eca\u4e95](\"\/wp-content\/uploads\/csr_imai.jpg\")
<\/p>\n\nWriter<\/p>\nMakiko Imai <\/p>\n
alterna
\nhttp:\/\/www.alterna.co.jp<\/a>
\nHaving worked for several foreign IT firms, Imai shifted the target of her work to environmental and social issues after participating in the tenth meeting of the Conference of the Parties (COP 10) to the Convention on Biological Diversity as an NGO member. She currently conducts interviews, edits and writes articles, develops educational programs and offers interactive counselling sessions. <\/div>\n<\/div>\nWritten by: Makiko Imai\uff0f\u3000Planned and edited by: alterna <\/a><\/p>\n<\/div>\n
<\/p>","protected":false},"excerpt":{"rendered":"
Focusing on \u201cinner beauty\u201d \u2500 Please tell us why you decided to develop CITIZEN L with an ethical philosophy. C … Continue reading
The development of the product began with the idea of making a watch with \u201cinner beauty.\u201d It was a time before the SDGs were promoted and we lacked sufficient knowledge of \u201csustainability\u201d and \u201cethicalness.\u201d Therefore, everything was a new challenge for us. <\/li>\n
Then, the designer of the watch was granted an opportunity to meet a board director in person. The board member displayed an understanding for the idea, saying,
\n\u201cThis is exactly what Citizen should be doing today.\u201d
\nHence, an unprecedented cross-section project was launched. <\/p>\n
Since a watch is made from many different components, we were faced with unprecedented challenges, including securing safe materials for all components and declaring that we did not use controversial minerals. WWe had conversation after conversation and gave briefings to other sections, thus overcoming each challenge one at a time.<\/p>\n
A team of mostly female employees joined forces in a persistent effort to convince management.<\/li>\n<\/ul>\n<\/div>\n
<\/p>\nSustainable packaging<\/p>\n<\/div>\n
<\/p>\nCITIZEN L, a watch with an ethical concept<\/p>\n<\/div>\n<\/div>\n
Brave is Beautiful \u2013 after making a courageous choice <\/h4>\n\n- \u2500 That said, did you not face any difficulties in explaining to your customers the \u201cethical\u201d concept which had yet to gain wide public recognition? <\/li>\n
- As a guideline, we flagged the concept \u201cBrave is Beautiful.\u201d\n
Learning what \u201cethicalness\u201d stands for is equivalent to learning about the social issues lying behind the manufacturing of a product. This requires much courage. We believed that such mindsets fostered beauty. For Citizen, the CITIZEN L project was a decision requiring courage. <\/p>\n
To be honest, there was a time at the beginning when we received little response from the market. However, we did not give up, thinking that \u201cthe time will definitely come.\u201d I felt this become reality in 2019. With a wider understanding of the SDGs and the involvement of various fashion brands in promoting sustainability, I felt a change in the mindset of consumers. <\/p>\n
Particularly from around then, we have been asked by our customers to exhibit evidence of our commitment to disclosing the raw materials used in our products and our CO2 emissions, as well as to being DRC conflict-free. <\/p>\n
*Reference site: Why is CITIZEN L a sustainable watch?
\n(https:\/\/www.citizenwatch-global.com\/citizen_l\/special\/sustainability\/6reasons\/\uff09<\/a>\n<\/li>\n- \u2500 In April 2019, you hosted an event commemorating the launch of your social responsibility campaign \u201cNew TiMe, New Me\u201d in Ginza. <\/li>\n
- It is Citizen\u2019s first social responsibility campaign, launched with the thought:
\n\u201cIt may just be one small thing, but your choices can make the world a happier place.\u201d <\/p>\nWe call out that \u201ceven a small choice at the beginning may change the world just a little,\u201d seeking to let people know that our daily actions, including the small choices made in consumption and in our daily lives, lead to achieving the SDGs. We hope to be a driver of small changes in the world. <\/p>\n
In addition to communicating Citizen\u2019s efforts, we sought to offer momentum for consumers to acknowledge social good. To this end, we invited celebrities as guest speakers in talk sessions on social good and had people write down \u201cMy SDG \u2013 what I can start today\u201d to paste on the \u201cSDG tree\u201d at the venue. We campaigned to raise awareness that will lead to action. <\/p>\n
I was surprised to learn that our customers were highly conscious of these issues. We were encouraged to launch a similar campaign not only for women\u2019s products but for those of men. We also received an unexpected number of advice from our colleagues.\n<\/li>\n
- \u2500 In 2019, celebratingg the 101th anniversary of founding, Citizen declared that it would pursue sustainable business management. What are your future plans? <\/li>\n
- We have launched a Sustainability Team with members representing each section to discuss concrete measure that Citizen should take in the future.\n
Citizen\u2019s corporate philosophy is: \u201cloved by citizens, working for citizens.\u201d How we can work for citizens will change with the times. By always being responsive to new demands, we hope that those who do not purchase our products today may someday come to think that \u201ca Citizen is the watch to buy.\u201d <\/li>\n<\/ul>\n<\/div>\n
\n<\/p>\nIn the company\u2019s social responsibility campaign \u201cNew TiMe, New Me,\u201d Citizen introduced its efforts towards achieving the SDGs and hosted a workshop for discovering personalized ways to engage in actions aimed at achieving the SDGs. <\/p>\n<\/div>\n
<\/p>\nPeople joining the event posted \u201cMy SDG \u2013 what I can start today\u201d on the \u201cSDGs tree.\u201d <\/p>\n<\/div>\n<\/div>\n
\nDelivering the wind of the future from Ginza <\/h4>\n\n- \u2500 Before we end, please share your thoughts about Ginza. <\/li>\n
- Ginza is a district where many people have cultural, creative and international minds. These are the kind of people who are highly concerned about sustainability. I sense a lot of potential in Ginza.\n
Through our flagship store in Ginza, I hope that we can not only sell our products but also communicate Citizen\u2019s determination and ideas about sustainability, and walk hand in hand with our customers towards realizing a sustainable world.\n<\/li>\n<\/ul>\n<\/div>\n
\n<\/p>\n CITIZEN FLAGSHIP STORE TOKYO<\/p>\n<\/div>\n
<\/p>\nCITIZEN FLAGSHIP STORE TOKYO \u5e97\u5185<\/p>\n<\/div>\n<\/div>\n
\n\n- Further details can be found at: <\/li>\n
- CITIZEN L website https:\/\/citizen.jp\/l\/special\/<\/a><\/li>\n<\/ul>\n<\/p>\n\n
Yuka Suzuki <\/p>\n
Joined Citizen Watch Co., Ltd. in 2005
\nWith experience in domestic sales and marketing, and product planning, currently works in advertisement. A member of the CITIZEN L project team since 2014.\n<\/div>\n<\/div>\n
<\/p>\n\nWriter<\/p>\nMakiko Imai <\/p>\n
alterna
\nhttp:\/\/www.alterna.co.jp<\/a>
\nHaving worked for several foreign IT firms, Imai shifted the target of her work to environmental and social issues after participating in the tenth meeting of the Conference of the Parties (COP 10) to the Convention on Biological Diversity as an NGO member. She currently conducts interviews, edits and writes articles, develops educational programs and offers interactive counselling sessions. <\/div>\n<\/div>\nWritten by: Makiko Imai\uff0f\u3000Planned and edited by: alterna <\/a><\/p>\n<\/div>\n
<\/p>","protected":false},"excerpt":{"rendered":"
Focusing on \u201cinner beauty\u201d \u2500 Please tell us why you decided to develop CITIZEN L with an ethical philosophy. C … Continue reading
Learning what \u201cethicalness\u201d stands for is equivalent to learning about the social issues lying behind the manufacturing of a product. This requires much courage. We believed that such mindsets fostered beauty. For Citizen, the CITIZEN L project was a decision requiring courage. <\/p>\n
To be honest, there was a time at the beginning when we received little response from the market. However, we did not give up, thinking that \u201cthe time will definitely come.\u201d I felt this become reality in 2019. With a wider understanding of the SDGs and the involvement of various fashion brands in promoting sustainability, I felt a change in the mindset of consumers. <\/p>\n
Particularly from around then, we have been asked by our customers to exhibit evidence of our commitment to disclosing the raw materials used in our products and our CO2 emissions, as well as to being DRC conflict-free. <\/p>\n
*Reference site: Why is CITIZEN L a sustainable watch? We call out that \u201ceven a small choice at the beginning may change the world just a little,\u201d seeking to let people know that our daily actions, including the small choices made in consumption and in our daily lives, lead to achieving the SDGs. We hope to be a driver of small changes in the world. <\/p>\n In addition to communicating Citizen\u2019s efforts, we sought to offer momentum for consumers to acknowledge social good. To this end, we invited celebrities as guest speakers in talk sessions on social good and had people write down \u201cMy SDG \u2013 what I can start today\u201d to paste on the \u201cSDG tree\u201d at the venue. We campaigned to raise awareness that will lead to action. <\/p>\n I was surprised to learn that our customers were highly conscious of these issues. We were encouraged to launch a similar campaign not only for women\u2019s products but for those of men. We also received an unexpected number of advice from our colleagues.\n<\/li>\n Citizen\u2019s corporate philosophy is: \u201cloved by citizens, working for citizens.\u201d How we can work for citizens will change with the times. By always being responsive to new demands, we hope that those who do not purchase our products today may someday come to think that \u201ca Citizen is the watch to buy.\u201d <\/li>\n<\/ul>\n<\/div>\n In the company\u2019s social responsibility campaign \u201cNew TiMe, New Me,\u201d Citizen introduced its efforts towards achieving the SDGs and hosted a workshop for discovering personalized ways to engage in actions aimed at achieving the SDGs. <\/p>\n<\/div>\n People joining the event posted \u201cMy SDG \u2013 what I can start today\u201d on the \u201cSDGs tree.\u201d <\/p>\n<\/div>\n<\/div>\n Through our flagship store in Ginza, I hope that we can not only sell our products but also communicate Citizen\u2019s determination and ideas about sustainability, and walk hand in hand with our customers towards realizing a sustainable world.\n<\/li>\n<\/ul>\n<\/div>\n CITIZEN FLAGSHIP STORE TOKYO<\/p>\n<\/div>\n CITIZEN FLAGSHIP STORE TOKYO \u5e97\u5185<\/p>\n<\/div>\n<\/div>\n Yuka Suzuki <\/p>\n Joined Citizen Watch Co., Ltd. in 2005 Makiko Imai <\/p>\n alterna Written by: Makiko Imai\uff0f\u3000Planned and edited by: alterna <\/a><\/p>\n<\/div>\n <\/p>","protected":false},"excerpt":{"rendered":" Focusing on \u201cinner beauty\u201d \u2500 Please tell us why you decided to develop CITIZEN L with an ethical philosophy. C … Continue reading
\n(https:\/\/www.citizenwatch-global.com\/citizen_l\/special\/sustainability\/6reasons\/\uff09<\/a>\n<\/li>\n
\n\u201cIt may just be one small thing, but your choices can make the world a happier place.\u201d <\/p>\n<\/p>\n<\/p>\nDelivering the wind of the future from Ginza <\/h4>\n
\n
<\/p>\n<\/p>\n\n
<\/p>\n
\nWith experience in domestic sales and marketing, and product planning, currently works in advertisement. A member of the CITIZEN L project team since 2014.\n<\/div>\n<\/div>\n<\/p>\n
\nhttp:\/\/www.alterna.co.jp<\/a>
\nHaving worked for several foreign IT firms, Imai shifted the target of her work to environmental and social issues after participating in the tenth meeting of the Conference of the Parties (COP 10) to the Convention on Biological Diversity as an NGO member. She currently conducts interviews, edits and writes articles, develops educational programs and offers interactive counselling sessions. <\/div>\n<\/div>\n